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Bannerlab.com, AdForce, Akamai Team for Streaming Media Ads

Ad technology and design shop Bannerlab.com on Wednesday tapped Akamai and CMGI's AdForce for the infrastructure to support its delivery of streaming media Web advertisements.

Ad serving firm AdForce and caching company Akamai earlier this year teamed to offer speedier delivery of advertisements, and this deal with Bannerlab.com seems to validate that partnership. As advertising becomes richer and higher-bandwidth, technologies to make their delivery easier and more efficient will likely become more and more important.

"Streaming media ads, like those we're serving for Bannerlab.com, will change the way people feel about Internet advertising," said Chuck Berger, chief executive officer of AdForce.

"These ads will be more creative, compelling, and ultimately more effective because they will integrate new audio and video effects into traditional online advertising."

Bannerlab.com's first streaming ad, commissioned by the Ad Council for "Talking with Kids about Tough Issues," is a national campaign by Children Now and the Kaiser Family Foundation. The fifteen-second ad has been enhanced with a portion of the TV ad produced by J. Walter Thompson.